We walked into the input meeting for our second report for Portland Brewing only to find long faces and defensive postures. They were going to report a loss for the first time in their history. “Cut the budget in half!” We proposed they simply tell the truth about a maturing beer market without abandoning their corporate culture. The craft brewing market had matured and the phenomenal growth of the past was no more.
A book that looks fiscally prudent without taking on a defensive posture was produced. Presented in a large format but printed for just $1,800. Shareholders attending the annual meeting arrived informed but upbeat about the company’s leadership and health. A potentially negative meeting was avoided.